to trick the brain/new taste sensations

In future, food scientists might use their understanding of how the brain reacts to food to design novel products, such as (drinks that taste cold even when at room temperature), says Zald. "You might be able to trick the brain," he says, to conjure up new taste sensations.

http://www.nature.com/nsu/040329/040329-19.html

What would an entirely new taste and texture sensation be like?

This is great. Exploring and pushing the limits of human experience. This is what philosophy and religion should be doing. But science is doing it instead.